How to Create Remarketing List In Analytics and Google Ads

In an earlier post, we discussed on Remarketing with Google AdWords and its undenied power. here we discuss about Setting up your Google Adwords Remarketing campaign

As we already know remarketing feature allows you to customize your search ads campaign for potential customers who have previously visited your site, and bring them back to your site by attracting them also called retargeting.

In this post, we take you through some of the settings that you will need to have in place for building your remarketing list. There are two common avenues for constructing remarketing lists i.e. Google Ads (AdWords) and Google Analytics

1. Google Analytics

Creating remarketing lists through Google Analytics provides more advanced targeting options. You can use all data about pages, users, and events to define highly targeted lists.

If you’re using Google Analytics to remarket, here’s how to set up that code. Once you’re in your Google Analytics account, click on the “admin” section.



Click the link labeled audience definitions.


Hit the button that reads audiences.


Click on the new audience button.


These options include naming your list, choosing an Analytics profile and AdWords account to use with your remarketing list, specifying the type of remarketing you want to opt into (all visitors or those that visit certain pages), and the ability to modify the membership duration.


You’ll want to name your list whatever your intention is.

To start collecting the appropriate data, you will need to make a minor adjustment to your current Analytics code that you’ve already placed on your website.


  2. Google AdWords –

To do this, you’ll want to go to the “shared library” in your AdWords account. Click Audiences.



Click remarketing list.




How To Set-Up Custom Combinations

There are custom combinations, that allow you to target people who visited one page without visiting another. The strategy here would be, for example, to target people who visited the first page of your checkout process without hitting the thank-you page. This would mean targeting users who were interested enough in your product to add an item to their cart, but for whatever reason didn’t complete the process.

You can set-up custom combinations in the Shared Library tab in your AdWords account in the exact same place where you set up your AdWords-based remarketing.

Create a new audience, but this time it will be a custom combination.


If you want to target users who hit the first page of your checkout process without reaching your order confirmation page, then you would want to set up a custom combination.

Select the remarketing audience you’ve set up for people who hit the first page of your checkout process. You can do this by creating a new remarketing audience and using the URL of that page. Then, select none of this audience and select the remarketing audience you set up for people who have hit the thank you page. You can also select anyone who has converted. Save this, and then select this custom combination as your audience in the ad group you’ve created for this audience.


There are a variety of strategies for how to best target this category of people, which website visitors to target, how to make the most of your remarketing ads, and how to optimize these remarketing campaigns. We hope our post was able to get you started  with setting up your Google Adwords Remarketing campaign.

Overall we have break down how you can benefit from each approach and implementation, the most recommended approach is to go with Google Analytics list as it has many more area for expansion. Ultimately the approach varies according to the requirement and goals.



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